re: Avengers: Age of Ultron trailer

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They brand these things because they have a built-in draw. They get us into the theater and screw everything up - when you look how bad X-Men got - and that's just an example.

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But it's almost a CERTAINTY that you can't take a property from one medium and transfer it directly, word for word, beat for beat, scene for scene, into another (there are exceptions). It just doesn't work that way. There's time, resources, content, etc. to consider.

Civil War doesn't only work as a story because, word for word, scene for scene, it's constructed to work that way. Great stories can be boiled down, can be uncovered and made more lean. This is normal. So I see no problem with Civil War as a concept, Stark's ideals vs. Rogers' ideals, in a more intimate film. If anything, Marvel has earned that chance.

The only two things that become a problem are
1) Spider-Man
2) Scope

Spider-Man is a legitimate problem. One of the best moments of Civil Wars is Spider-Man choosing to reveal himself. It was a beloved hero, one who's life was different from a lot of other major heroes. He, and the people around him, were far more vulnerable (for the most part). So there was a level of meaning that can't be brought, we really don't have a Peter Parker in this world.

I assume they'll just ignore this, yes the theme will lose the connection of the home, of a family, but I think it's going to be replaced by a more direct conflict between Stark and Rogers. With Stark being responsible for Ultron, and inevitably hundreds or thousands of deaths, his side is going to be heavier, more fierce. I assume from AoU that Stark basically replaces Speedball's moment. So the story is going to be more about 2 men, than it will about a whole universe.

Film is just a different kind of medium. There's no problem with taking inspiration, or large narrative slices, of comic books and placing them into the film world, regardless of whether or not they are complete. They can get to the core of the comic book story or arc, and if they do, everybody wins.